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Usually the week before Cannes is all about detoxing: I stock up on vitamins, hit the gym, eschew all alcohol and get plenty of early nights. This year, however, I flew to the US for a fragrance launch, partied till the small hours, and was talked into a tattoo by Coty Prestige President Jean Mortier. Reader, guess what? Option B is WAY more fun.
The launch event in question was the official reveal of the new feminine fragrance Just Cavalli – named after designer Roberto Cavalli’s youth-oriented fashion line. The scent, which will be introduced in spring 2013, was presented to selected media earlier this week in New York City, at 214 Lafayette, a private townhouse in Soho, complete with indoor pool and roof terrace. The launch was attended by Coty top brass Michele Scannavini, Jean Mortier and Peggy Elsrode, in addition to Roberto and Eva Cavalli and fragrance face Georgia May Jagger.
The fragrance is described as sexy, provocative, vibrant, sensual and fun – in other words, a faithful reflection of the Just Cavalli universe. The launch event was no different. On entry, guests were presented with tarot cards, and the sight of a couple (in evening dress) cavorting in a swimming pool, the floor of which was littered with Just Cavalli fragrance flacons.
During an informal dinner, guests were shown love scenes from iconic movies, such as From Here to Eternity, Gone with the Wind and Twilight, before enjoying a live pas de deux. Afterwards, a boudoir-like fragrance room allowed everyone to discover the Just Cavalli juice and packaging – and indulge in a scented, temporary Love At First Bite tattoo, in the form of the Just Cavalli logo, as worn by la Jagger in the ad campaign. I liked them so much, I got two: one on my shoulder, and one, er, somewhere else. The hot male model-type who was applying them had nothing to do with it, honestly. I’m just very, very thorough (as was he).
After dinner the action moved upstairs to the roof terrace, transformed for one night into The Python Club, in a nod to Cavalli’s general love of animal print and specifically the pink python-skin motif of the new Just Cavalli fragrance. The TV ad campaign was screened, before guests enjoyed more show-stopping live performances from electric violinist Caitlin Moe, partnered by DJ Mia Moretti; and US pop duo Karmin. DJ Mike Nouveau then took over the decks until it was time to head home.
The dinner and after-party that celebrated the launch last year of the signature Roberto Cavalli edp was so wild (in all the right ways) that it made the excesses of Cannes look like an early night in a convent. This week’s launch event for Just Cavalli was equally distinctive, inventive, fun and on-brand in every detail – even down to the vodka. I’m still not sure whether this week’s warm-up bodes well or badly for me in Cannes, but I do know I need to get cracking with my packing asap. See you in the Palais. Or possibly The Scene…